How AIA Hong Kong rethinks healthy eating with TamJai collab

Health comes in different sizes and forms. To satisfy Hongkongers’ distinctive taste buds, AIA Hong Kong has partnered with TamJai International to introduce an industry innovative partnership, providing more healthy choices and inspiring people to rethink what it means to eat healthily. 

The partnership is a local amplification of the “Rethink Healthy” brand campaign platform launched by AIA earlier this year, which aims to challenge stereotypes of health in the city and call for new definitions of health that will encourage more people to live longer, healthier and better lives, said Melissa Wong (pictured right), chief customer and marketing officer, AIA Hong Kong & Macau during an interview with MARKETING-INTERACTIVE.  

As part of AIA Group’s One Billion ambition to engage people to live healthier and better lives by 2030, “Rethink healthy” aims to promote a more holistic and sustainable approach to wellbeing that is inclusive, relevant and achievable for people in Asia. 

Apart from sponsoring the highly anticipated Coldplay concert, organising the annual AIA Carnival, AIA brings “Rethink Healthy” ideas to life through different innovative, market-first initiatives. This time, the partnership revolves around “eating”, which is a daily necessity for everyone, Wong said it aims to debunk the public perception that healthy eating is about strict diets or deprivation. In fact, it’s about making informed choices and incorporating a balance of nutrients into meals.  

“When we think of which noodle brand has a wider reach, TamJai immediately came to our minds as the brand has over 200 stores across Hong Kong, offering various food options to locals and tourists. The partnership with TamJai is a breakthrough that can help spread the message to a wide audience to encourage healthy eating,” Wong added. 

To promote the partnership, TamJai coupons for 6,000 bowls of mixian will be distributed via various platforms such as AIA Instagram and AIA+ app, with more offline activations coming by year-end, she said. 

Speaking during the same interview, Ronald Wong (pictured left), chief marketing officer, TamJai International, said AIA’s “Rethink Healthy” platform perfectly aligns with its Environmental, Social and Governance (“ESG”) strategy framework. 

Through the partnership, TamJai hopes to spread the right message to its consumers across the 200 stores in town. “We want to let them know a tiny choice can make a difference in their eating habits, over time, they can live a healthier life,” Wong said. 

Apart from the partnership, TamJai has launched a green menu relaunch campaign to encourage healthy eating.  

Also known as “Enter the paradise of dietary fiber for a new taste to healthy eating” (進入"大纖世界"  開展"健康新嚐態"), the campaign includes a hero video featuring a surreal world called “veggie-land", infused with TamJai's classic humour.  

“Through the green menu relaunch, we hope to provide convenience for consumers to achieve healthier eating without compromising the flavours of our products. The campaign is promoted via social media and a digital game,” Wong added. More customer engagement initiatives focused on healthy eating will be rolled out in 2025. 

As an F&B retailer, delivering good customer experience is crucial to keep customers loyal to the brand. Apart from making sure TamJai’s products are freshly delivered, Wong said it has the responsibility to tell consumers what a better choice is, as well as how to balance between healthy and indulgence.  

Stuart Woollford, director of group brand, AIA Group, said: “We launched ‘Rethink Healthy’ to tackle the unhealthy depictions of health in social media and advertising. One of the most enduring challenges is how we can encourage people to eat better when all they’re told is to eat less. We hope this innovative partnership can help more Hongkongers find ways to make better food choices in an accessible and affordable way.” 

This article is done in collaboration with AIA Hong Kong.